Redefine Meat expands Veganuary reach with schools, restaurants, and retail

Redefine Meat, known for its plant-based 'new-meat', has launched a series of initiatives this Veganuary to appeal to both vegans and meat-eaters. The company’s efforts include partnerships with restaurants, retail outlets, and schools, focusing on showcasing how plant-based meat can be part of everyday meals without compromising taste or quality.

Simon Owen, Redefine Meat’s UK Managing Director, emphasized the company’s goal of making plant-based alternatives more accessible. “Having achieved the quality benchmark required by high-end and Michelin-star chefs who love their meat, Redefine Meat has overcome the two biggest barriers that have stalled repeat-buying of plant-based meat in recent years: lack of product quality and product variety,” he said.

Redefine Meat’s restaurant collaborations include an event with London-based Patty & Bun, where the company’s plant-based burgers will be the focus of their Quitter’s Day celebration on 10 January. This event aims to support participants in sticking to their Veganuary goals. Additionally, the company’s products feature in menus at over 20 restaurants across the UK, offering options ranging from ramen dishes to empanadas and roast dinners. These efforts aim to demonstrate the versatility of plant-based meat in a variety of cuisines.

For those looking to try plant-based alternatives at home, Redefine Meat’s ongoing partnership with Ocado provides a convenient way to access its products nationwide. Retail consumers can experiment with a range of items, including minced products and premium whole cuts, designed to replicate the texture and flavor of traditional meat.

In workplace cafeterias, Redefine Meat is collaborating with ISS to serve dishes such as lamb burgers, bratwursts, and shepherd’s pie. Each dish includes detailed information on carbon emission savings, calculated by the industry body Klimato, to raise awareness of the environmental benefits of choosing plant-based options.

The company’s focus on the next generation of meat-eaters is evident in its partnership with the education sector. Through a collaboration with food procurement organization allmanhall, Redefine Meat has introduced its Brighter Burger to schools across the UK (pictured right). The burger, which saw success during a pilot program at Epsom College (in Surrey), is made with sustainable plant-based ingredients and has been reviewed by dietitians to ensure nutritional quality. At just 6% of the carbon impact of a traditional beef burger, the Brighter Burger also serves as an educational tool for students, highlighting the environmental benefits of reducing meat consumption.

Reflecting on Redefine Meat’s broader impact, Owen noted the company’s commitment to breaking barriers in the plant-based market. “This is exemplified by the diversity of our Veganuary collaborations, serving the needs of everyday diners through to fine-dining restaurants, hotels and catering, corporates, and mass retail. Following a record-breaking year in the UK of 97% sales growth, this Veganuary we’re expecting new-meat to reach more consumers than ever before.”